Resumen de Making the consensus sale

Karl Schmidt, Brent Adamson, Anna Bird

• The article notes that sales personnel must often obtain approval from multiple parties at a client firm before closing a sale, and discusses how suppliers can facilitate this group decision-making process. Research by advisory firm CEB Marketing has identified three strategies for creating consensus within buying groups. The authors describe the value of instilling a common perspective among buyers about problems and solutions, motivating key personnel to advocate for a purchase, and offering support to them